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First Financial Group - Bethesda, MD

Call Us: (301) 907-9030


Sarah Cato, CFP®, CExP®, ChFC®,CLU®, RICP®

Director, Business Strategies Group
7101 Wisconsin Avenue Suite 1200
Bethesda, MD 20814
Office: (301) 907-9030 ext. 1341
Fax: (301) 907-0779
Contact Sarah

With greater than 20 years of leadership experience in the mid-size business market, Sarah serves as Director of the Business Strategies Group at First Financial Group. As a professional holding the Certified Financial Planner®,Certified Exit Planner® Chartered Financial Consultant™, Chartered Life Underwriter™, and Certified Retirement Income Professional™ designations, she specializes in business succession and retirement income planning.  Sarah helps business owners develop and implement strategies that can enhance, protect and capture business equity, while at the same time coordinating personal and business planning to better build and protect their overall wealth. Using an integrative planning process she coordinates pre-retirement and retirement income planning, with comprehensive business succession strategies and implementation. Relying on her years of experience as an entrepreneur, business owner, and CEO, she brings her “inside the trenches” knowledge to her work assisting the business community.  

Sarah approaches her work with the understanding that valuable client relationships are built on trust and time, and that each client’s plan should support family values as well as their lifestyle and retirement goals. She helps her clients create a clear, results-oriented plan for the future based on each client’s unique goals and set of resources. This takes an understanding that the best financial plan is a process built on strategies, not merely a collection of products. Working with Sarah, you will appreciate the thorough and personal care you experience, and the time she takes to understand and support you and your family.  

Sarah is a member of the Society of Financial Service Professionals, Women in Financial Services, and the Association for Advanced Life Underwriting. She holds insurance licenses in multiple states, as well as FINRA Series 7 and 66 securities licenses, and is a Registered Representative and Financial Advisor with Park Avenue Securities. As of 2008, Sarah has been chosen for membership in the elite organization for financial planning professionals, The Million Dollar Round Table. Sarah is proud to have most recently been awarded the prestigious 2014 Circle of Excellence Award by Women in Financial Services. 

She is married to Phillip Cato, an Episcopal priest and ethics consultant, has three grown children and lives in Potomac, Maryland.

Areas of Focus:

Individual Financial Planning

  • Comprehensive Financial Planning
  • Goal and Strategy Planning
  • Retirement Income Planning
  • Financial Tax Strategies
  • Estate Planning
  • Cash Flow Management
  • Asset Management 
  • Liability Reduction
  • Plan Implementation and Monitoring

Business Planning

  • Equity Protection Planning
  • Business Succession Planning
  • Buy-Sell Planning
  • Executive Benefits
  • Business Life Insurance
  • Disability Buy-out Insurance
  • Key Person Insurance
  • Defined Contribution Plans
  • Defined Benefit Plans
  • Retirement Programs
  • Group Benefits


  • Managed Investment Accounts
  • Mutual Fund Portfolios
  • Brokerage Accounts
  • IRA Rollovers
  • Educational IRA
  • 529 Plans
  • Traditional IRA

*Investments offered by Park Avenue Securites

  • Simple IRA
  • Roth IRA
  • Variable Annuity
  • Fixed Annuities
  • SPIAs
  • DIAs


  • Personal and Business Life Insurance
  • Personal and Business Disability Insurance
  • Long-Term-Care Insurance

Business Strategies

Connecting the dots to protect and grow both your business and personal balance sheets.

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Personal Strategies

Life is unpredictable. You need a strategy that builds and protects, no matter what happens.

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Financial Balance from the Living Balance Sheet

See how The Living Balance Sheet® can help you tell financial fact from fiction,
so you can achieve financial balance and accomplish your goals.

Contact Sarah

Registered Representative and Financial Advisor of Park Avenue Securities LLC (PAS), 7101 Wisconsin Ave Ste 1200, Bethesda, MD 20814 301-907-9030.Securities products and advisory services offered through PAS, member FINRA, SIPC. Financial Representative of The Guardian Life Insurance Company of America (Guardian), New York, NY. PAS is an indirect, wholly-owned subsidiary of Guardian. First Financial Group is not an affiliate or subsidiary of PAS or Guardian.